Adding transparecny. imutability, and real time value to shipping containers?

A new ICO out right now is looking at tokenizing the shipping industry. I am not advocating anyone buy in the token sale, but it's a case for a model of how a crypto-utility can be used.

Given that the shipping industry stops in many places, and has a lot of vested interest, it seems plausible from the outside perspective that there could be a lot of mistrust and funny business. A token adds transparency for the booker and bookie. Due to the nature of trading with cryptos it also gives real time value which can be reflective of bookings, possibly giving way to more appropriate projections; which would help protect everyone involved.